At CES 2025, XGIMI has introduced the Ascend concept, a delightful blend of an Ambient Light Rejection (ALR) screen and soundbar, showcasing its innovative vision for home entertainment. Renowned for its projectors and laser TVs, XGIMI is once again proving that practicality and elegance can come together like a good popcorn and a blockbuster.
The Ascend features a 100-inch floor-rising screen, effortlessly motorized to retract into its base when the movie marathon is over. It’s not just a pretty face; this screen can become an atmospheric focal point, transforming into a cozy ambiance reminiscent of a fireplace by adjusting to one-third of its full height. For the cinematic purists, the full-screen mode delivers a spectacular visual feast with enhanced contrast, leaving ambient light scrambling to compete for attention.
Paired with XGIMI’s stunning ultra short-throw projector, the AURA 2, the Ascend becomes a dynamic duo that could give Batman and Robin a run for their money. AURA 2 not only boasts a sleek look but also comes equipped with some nifty motorized covers to keep the lens dust-free when it’s not saving Gotham—er, projecting films. With built-in 60W Harman Kardon speakers, Dolby Atmos, and Dolby Vision, this pair ensures that every viewing experience feels like a front-row seat at a theater, even if the couch is a bit lumpy.
The Ascend is powered by dual Harman Kardon soundbars, delivering audio that fills the room and probably compels the neighbors to join the fun (or at least bang on the wall in protest). Whether one opts for the projector’s integrated sound or the external soundbars, both promise an audio experience that could even make a silent film feel dramatic.
Though still in the concept phase, Ascend offers a glimpse into XGIMI’s design philosophy, pushing boundaries while keeping style front and center—a product for the discerning home cinema enthusiast who values space and aesthetics as much as sound quality.
XGIMI’s CEO, Apollo Zhong, remarked on the enthusiasm surrounding Ascend, calling it a playful exploration aimed at gathering feedback from tech-savvy attendees and curious consumers alike.
Moreover, the excitement doesn’t stop with Ascend. The company is also unveiling updates to its HORIZON projector lineup, including the newly launched HORIZON S Max. This gadget builds on last year’s successes with advanced Dual Light 2.0 tech, Dolby Vision HDR, and a bright 3100 ISO lumens—perfect for anyone who wants their movie nights to shine. Priced at $1,299, it’s designed for film aficionados who want all the bells and whistles in a user-friendly package.
